Chapter 3. Positioning Services in Competitive Markets
Learning Objectives
By the end of this chapter, the reader should be able to:
LO 1 Understand how the customer, competitor and company analysis (i.e., the 3 Cs) helps to develop a customer-driven services marketing strategy.
LO 3 Segment customers by needs first before using other common bases to further identify and profile the segments.
LO 4 Distinguish between important and determinant attributes ...
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